MODEL KUANTITATIF DAYA SAING UMKM KULINER: PENGARUH INOVASI PRODUK, HARGA, LOKASI PADA RIZKY SNACK

Aghnia Ghaida (Universitas Cipasung Tasikmalaya)
Rina Madyasari (Universitas Cipasung Tasikmalaya)
Alfin Nur Arifah (Universitas Cipasung Tasikmalaya)
Yudi Setia Rachmanda (Universitas Cipasung Tasikmalaya)

Journal Economics Technology and Entrepreneur
Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR

The increasingly competitive landscape for MSMEs compels business owners to enhance their competitiveness through various strategies, such as product innovation, pricing, and location. This study aims to examine and analyze the impact of product innovation, pricing, and location on the competitive advantage of the MSME "Rizky Snack" in Garut Regency. A quantitative approach was employed, utilizing a survey method in which questionnaires were distributed to Rizky Snack consumers. The data were analyzed using SPSS software and multiple linear regression analysis. The results indicate that product innovation, pricing, and location have a positive and significant effect on the competitiveness of Rizky Snack. Consequently, it can be concluded that enhancing product innovation, implementing competitive pricing strategies, and selecting an optimal location can boost Rizky Snack's competitive advantage in Garut Regency, thereby helping the business maintain its market position and navigate the evolving competitive landscape